Marketing Matters: Why She Won’t Buy Naturals ...

By: Alisa Marie Beyer

Traditional beauty buyers claim to hold slightly less stressful jobs, with 44% of traditional buyers indicating they experience “moderate to high” levels of on-the-job stress, compared with 51% of natural beauty buyers. Sixty-four percent of traditional beauty buyers have a household income of less than $50,000 per year, compared to the 54% of their natural beauty buying sisters.

Traditional beauty buyers are slightly less educated than those who claim to buy natural/organic beauty, with 33% of traditional buyers holding at least an associates degree, compared to 44% of the naturals buyers. Only 56% of traditional beauty buyers say they exercise regularly, compared with 78% of natural beauty buyers. Consequently, traditional beauty buyers tend to wear larger dress sizes than natural beauty buyers, with 41% of traditional buyers wearing a size 16+ dress, compared to 28% of natural beauty buyers.

Seventy four percent of consumers of traditional beauty products admit they don’t know the difference between a natural product and an organic product, and, of those, 54% don’t care to know. It’s not a high priority for them as they haven’t embraced the concept of “all-natural” or inside/out beauty as a lifestyle choice.